SOPHOSShowcase innovative threat expertise
Increase in Sophos’ 2018 Black Hat coverage compared to 2017 Black Hat coverage
Pieces of coverage garnered as a result of the campaign
Media interviews secured as a result of the campaign
March developed an overarching narrative that packaged the two angles together and incorporated a larger in-person media tour in the immediate run up the event. This enabled March to secure pre-briefings with journalists not attending Black Hat this year or who were too busy to meet with Sophos during the show. It also gave us an angle to hook reporters with that were attending, in lieu of official show new
This approach enabled March to position the tour’s collective coverage as being a result of the team’s Black Hat 2018 campaign showcasing Sophos’ innovation in security research and unparalleled understanding of the threat landscape. What’s more, the angles would help us reach all of Sophos’ key target media audiences– business, trade, technology and broadcast- and not just those attending the event.